About MyGlamm
MyGlamm, a web-based worldwide magnificence merchandise & cosmetics model, was based by Darpan Sanghvi in 2012. Together with the brand new age coloration cosmetics merchandise that MyGlamm sells, it is usually a web-based market for magnificence aestheticians. Customers can place orders on MyGlamm’s web site, iOS, and Android app. The Mumbai-based model has develop into India’s first magnificence commerce startup to show a unicorn after it raised $150 million in a Sequence D funding spherical led by Prosus Ventures (Naspers) and Warburg Pincus.
Premise
Self-importance has develop into paramount in India. With the rise of disposable earnings post-pandemic, client demand for magnificence merchandise is at an all-time excessive. The large progress of the e-Commerce trade throughout and after COVID-19 has additionally given rise to on-line marketplaces, changing into in style purchasing locations for beauty merchandise. Evidently, India’s cosmetics market is predicted to hit a $20 billion mark by 2025.
Nonetheless, solely a handful of manufacturers have been in a position to keep forward of the competitors. Specifically in a time that each enterprise is offered on-line, and is as accessible as an Instagram web page, it hasn’t been straightforward to make a mark. MyGlamm is without doubt one of the manufacturers which have.
And right here’s the story of how MyGlamm rode out the storm of challenges, adopted a considerate method of promoting and made its customers really feel glamorous. Learn on to seek out out extra.
Knowledge Supply: Indian Cosmetics Trade Report 2017 by RedSeer
Goal
MyGlamm lays prime deal with two issues with regards to its clients: One, that every one of their customers should really feel glamourous effortlessly. Which means each person should be capable to full his/her shopping for lifecycle with none hurdles. Two, MyGlamm should be capable to make each person really feel worthwhile all through their shopping for journey with them.
Merely put, MyGlamm goals at making each person’s shopping for expertise with MyGlamm completely pleasant, hassle-free and memorable. Clearly, buyer expertise is on the epicenter of their model technique. So, MyGlamm centered on delivering distinctive person experiences with focused and highly-personalized advertising and marketing, which helps them:
- • Drive optimum registrations,
• Nurture very best prospects,
• Convert customers into consumers,
• Construct person loyalty, and
• Obtain worthwhile long-term progress.
The Challenges
Like most on-line companies, whereas the groups at MyGlamm had been set to attain their objectives, they confronted a number of challenges too. The first challenges had been:
- • Inaccurate person knowledge,
• Lack of a unified view of a person,
• Lack of personalization,
• Disconnected multi-channel campaigns, and
• Cumbersome marketing campaign execution.
Which led to
- • Disagreeable person experiences,
• Decrease signups,
• Poor app and internet engagement,
• Elevated churn price,
• Plummeting cart abandonment,
• Lowered purchases.
Therefore Myglamm started searching for a dependable and extremely scalable platform that would assist them execute focused, data-backed advertising and marketing that permits one-to-one communication with customers.
The Answer
MyGlamm adopted WebEngage to energy its lifecycle advertising and marketing campaigns. The model used the journey builder function to focus on customers with funnel-based, contextual campaigns throughout channels like SMS, e mail, internet & cellular push, and in-app notifications.
After vetting a number of advertising and marketing automation platforms out there, MyGlamm determined to undertake WebEngage to energy their person engagement and retention campaigns. And the groups at MyGlamm and WebEngage’s buyer success workforce got here to a consensus that having correct and detailed person knowledge is the way in which to go.
So, first issues first. The person knowledge was meticulously studied, and each new person data that got here in was assigned a novel person id that will get generated by the software program. This grew to become a mandate and routine as all of the campaigns fueled by WebEngage are based mostly on distinctive person ids to keep away from the duplication of knowledge.
For example, each new person that registers on the web site is assigned a novel person id. When the identical person returns to the web site or downloads the MyGlamm app, her distinctive id stays the identical, and all of the actions she performs on a number of units are tracked below the distinctive id assigned to her as a person.
As the basic challenge was resolved, MyGlamm’s person knowledge was organized, collated and multi-channel. Full details about each person was now out there in a 360-degree format.
Making use of the actionable knowledge, MyGlamm centered on orchestrating significant lifecycle advertising and marketing campaigns and delivering these campaigns seamlessly utilizing WebEngage’s dashboard.
The model created completely different segments of customers based mostly on the person’s personas. And designed a number of journeys for these segments.
Right here’s how MyGlamm tackled the challenges through completely different journeys.
A. Encourage registered customers to make a purchase order
After the primary interplay {that a} person makes with MyGlamm, the model would wait for twenty-four hours giving the person the time to grasp and discover MyGlamm’s choices.
This explicit journey was focused for the phase that consisted of customers who registered and didn’t make a purchase order inside the first 24 hours of signing up.
And right here’s how the journey functioned:
1. As quickly as a person (on this case, Jane) entered the phase, an SMS (about glammPOINTS i.e. retailer credit) was despatched to that person. Concurrently, the journey additionally checked whether or not Jane was reachable on cellular push. If she was, a push message was despatched on her cellphone.
Fascinating: Push notifications will be personalized in another way for iOS and Android.
2. After ready for 2 days, an e mail and a cellular push had been despatched to Jane (as a result of she hadn’t made a purchase order but).
3. Jane had not made her first buy even after per week, so an e mail and a cellular push had been despatched to her.
A person won’t be satisfied with what a magnificence blogger or an influencer would possibly like. However she’d wish to unfold the phrase if she will get some factors in return.
This time, the hook was friendship. The person received glammPOINTS each time she referred to a buddy.
4. Lastly, after two weeks, the final e mail was despatched to Jane.
The stronger hook right here was: Softly nudging the person to avail the provide earlier than it closes. The final e mail tempted Jane to make the acquisition!
5. Customers who didn’t make a purchase order even after 3 weeks had been routinely moved out of the journey.
This journey drove 19% conversions within the month of August. Which was nearly 12% within the month of July when the journey wasn’t in place.
Fascinating: Each time a person enters the phase and makes a purchase order inside the interval {that a} journey is deliberate to run, the person is routinely moved out of the journey and isn’t bothered with any additional communication since she’s already transformed.
B. Persuade abandoners to put the order
Cart abandonment is a problem that almost all on-line companies face. However the identical customers who deny (relatively, aren’t motivated sufficient) to purchase the merchandise that they add to their carts will be inspired well.
MyGlamm did simply that. They constructed an event-triggered journey for all these customers who added merchandise to their cart however didn’t buy these merchandise inside the subsequent half-hour.
This journey had quite a few situations, campaigns and completely different wait intervals, contemplating the character of the target market that this explicit phase catered to.
A portion (10%) of customers had been moved to the management group (CG). This group belonged to the goal phase (talked about above) and entered this occasion triggered journey. However they tran- scended all of the campaigns that had been part of this journey. No communication was despatched to the ten% of customers within the management group. However the conversion occasion would nonetheless be tracked for these customers.
The conversion occasion was set to: order positioned.
The journey included customized communication throughout channels, inclusive of Internet Push, SMS, E-mail, and Cell Push Notifications.
Be taught extra about how MyGlamm delivered distinctive person experiences
The campaigns (on this journey) included:
1. Internet Push Campaigns
The hook: Sending an exit-intent internet push is an immediate reminder for the person to buy the merchandise she simply added to her cart.
2. SMS Campaigns
3. E-mail Marketing campaign
The hook: Establishing a context by telling the person that this e mail is predicated on her latest go to to the model’s web site. For this explicit e mail marketing campaign, the distinction in conversions was monumental. About 137% uplift occurred within the orders positioned by the customers who obtained communication throughout the journey.
Fascinating: Management group helps in analyzing the efficiency of a marketing campaign despatched via WebEngage.
4. Cell Push Campaigns
General, the journey drove about 162% uplift in orders positioned by the customers who had been part of this journey.
C. Construct model loyalty
What makes a person happier than realizing that she already has some factors (learn cash) in her kitty and desires only a few extra to purchase her favourite merchandise?
MyGlamm stirred up its customers’ pleasure to purchase their favourite merchandise by using this straightforward method.
They created a personalized journey for the phase of all registered customers who had 150 glammPOINTS of their account and didn’t make any buy.
Customers on this phase had been despatched messages throughout internet push, SMS, e mail, and cellular push – informing them concerning the glammPOINTS that the person had of their account.
Every of those campaigns had a highly-customized message. Right here’s how the campaigns appeared:
E-mail Marketing campaign
For the e-mail copy, a specific trending product was despatched to a person with a calculated quantity displaying the extra quantity she requires to purchase THAT product after redeeming the glammPOINTS that she has in her account.
A calculating mechanism was used to calculate the precise quantity a person must spends to purchase a specific product.
The logic was:
- If, X = The quantity a person must pay
Y = Precise MRP of a specific product
Z = Retailer Credit (glammPOINTS) {that a} person has in her account
Then, X = (Y-Z)
So, on this e mail, Y is Rs. 1890 and Z that received fetched via the calculating mechanism is Rs. 1490. Which means that Jane had 400 glammPOINTS in her account when this e mail was despatched.
Fascinating: With the assistance of a code, you may create a mechanism that routinely fetches the best product knowledge for each person and calculates the steadiness quantity a person must spend for purchasing a specific product.
Whereas making a push message marketing campaign on WebEngage dashboard, MyGlamm outlined key worth pairs. Key worth pairs allow companies to customise push messages at a marketing campaign degree from inside the app. The information entered within the key-value pairs is part of the push message payload and will be accessed utilizing push callbacks.
Fascinating: Including key worth pairs assist manufacturers observe the interplay through a specific push message.
6. The Consequence
Having correct knowledge and a unified view of the person helped MyGlamm execute the above talked about cross-channel journeys and aided them in:
- • Driving high quality web site guests and understanding them
• Deriving higher person particulars and getting app installs
• Creating person personas based mostly on their multi-channel habits
• Enhancing person lifecycle advertising and marketing
The above outcomes additional helped MyGlamm obtain their objectives like:
- • Pleasant person experiences
• Improved app and internet engagement
• 6% enhance in orders positioned by registered customers inside a month
• 166% uplift in purchases by customers who had beforehand deserted their carts
• 137.5% uplift in conversions by customers who obtained a personalised e mail concerning the
merchandise of their cart
